Gary Bowyer, the Burton Albion manager, admits his players might think he is 'bonkers' at times. From bringing a tennis racket into the dressing room to using toy tigers and bullfighting imagery, Bowyer employs unconventional techniques to inspire his League One side ahead of their FA Cup fourth-round tie against West Ham United.
Bowyer has drawn on boxing, particularly Mike Tyson, to motivate his squad this week. 'The theme is The Ultimate,' he said, referencing Tyson’s 1987 fight with Tony Tucker. 'We’re fighting West Ham and we’re going to have to take some blows. What do you do if you get knocked on to the canvas? Get back up or lay there and take it?'
The 52-year-old’s methods are the subject of an academic research paper by Dr Matthew Smith at the University of Winchester. Bowyer believes in building emotional attachment through themes, and his approach has helped Burton defy expectations. Last season, they were bottom of League One with four months to go but secured survival with a game to spare.
Burton, who reached the Carabao Cup semi-finals in 2019, hope to reach the FA Cup last 16 for the first time. Their Pirelli Stadium, funded by a 2006 third-round replay against Manchester United when the club was in non-league, will host West Ham. Bowyer, whose father Ian won two European Cups with Nottingham Forest, said: 'Anything’s possible.'
